"The brief delivered was to create a pack for wooden sunglasses with the Mapuche heritage bearing in mind their relationship with nature, where they are a part and not owners. Conveying their knowledge and spirit in the pack as a way of adding value to the product.
The box is made out of cardboard one color print and embossed, the cases are made out of wool which is wooden and dyed by Mapuche people following the traditional standards.
The booklet is printed on certified paper and contains all the information regarding the Mapuche heritage and their relationship with nature.
Including the poem "The Forest of Memory" written by Elicura Chihuailaf."
My Olive Tree
"We have been producing olive oil for many years, growing trees in our family's homeland in the Peloponnese. We now want to bottle it, mainly as a present for our friends and family".
The target audience: foreign clientele. People who can appreciate product provenance and family care. The design: it is very rare for a client to come to us with the simple request of "creating a family gift" and this is exactly what happened in this case. We were asked to create a product identity -naming and packaging design of a product - which was meant to address first of all the members of a Greek family of olive oil producers in Karpofora, Messinia. We had to pay tribute to a strong, living tradition and this is exactly what we did.
We used a children's drawing that conveys in the most direct way a lineage in the form of a tree and we placed every family member's name on its branches. We named the product, "My olive tree" because this is exactly what it is: the precious olive tree which, identified with one family tree symbolizes the bonds, efforts and legacy of this one family and is offered to a number of other such families around the world, in the form of an 'olive oil' present."
Morrisons Just For Kids
"Leading design consultancy Elmwood has unveiled a new brand identity for Morrisons kids’ food range. Just for Kids launches in stores nationwide throughout September across chilled ready meals including spaghetti bolognese, sausage and mash and chicken casserole, brings a sense of fun to meal-time for kids, while reassuring parents of the quality ingredients and benefits for children.
'The new Just for Kids concept really captures everything that’s so important about the range. We’re delighted with the way Elmwood’s designs bring to life the fun and enjoyment of mealtime for kids, while also reassuring mums and dads about the value of what their kids are eating. We look forward to seeing the new brand roll out across more categories in the coming months.'- Carol Turner, Strategic Design Manager at Morrisons
Tenfold Christmas Gift
Prior to the Christmas holidays, New Zealand agency Tenfold Creative sent out a mysterious, unbranded box to recipients all around the country. The box was understated with intriguing copy on the outer sleeve, which commented on the work-to-holiday mode switch.
"As the recipient opened the package they were provided with information to help adjust to this switch, a pie-graph card showed how time should be spent during the holiday season in comparison to at work (for instance, time spent 'managing the inbox' should be spent 'managing the tan lines'). Lifting the card revealed a delicious version of the pie graph made out of creamy, milk chocolate.
The helpful and enjoyable nature of this piece reflects Tenfold's strong service culture, either at work or on holiday. Using a pie chart stems from Tenfold's core brand values – 'creating better results'."